Amid GPS boom, paper maps become nostalgia

Used to be, Dad would stuff a half-dozen maps in the glove box before setting out with the family on a road trip to see the waterfalls at Yosemite or the granite faces of Mount Rushmore. Colorful maps bearing the logos of the oil companies that printed them — names like Texaco, Gulf, Esso — once brimmed from displays at filling stations, free for the taking.

But of the more than 35 million Americans expected to travel by car this Fourth of July, a good chunk will probably reach for technology before they’re tempted to unfold — and in a tradition that used to bind Americans as tightly as a highway cloverleaf, try to refold — a paper road map.

Websites like MapQuest and Google Maps simplified trip planning. Affordable GPS devices and built-in navigation on smartphones downright transformed it — and transportation agencies around the country are noticing, printing fewer maps to cut department costs or just acknowledging that public demand is down.

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The drop in sales began around 2003, when affordable GPS units became the go-to Christmas present, said Pat Carrier, former owner of a travel bookstore in Cambridge, Mass.

“Suddenly, everyone was buying a Garmin or a TomTom,” he said. “That’s the year I thought, ‘Oh, it’s finally happened.’”

“Just based on the current climate, there have been some cuts,” he said. “I would expect map printing to be one area that’s been targeted.”

In late June, at the annual exposition of the Road Map Collectors Association in Dublin, Ohio, collector Terry Palmer was selling some of his beloved maps. The 65-year-old from Dallas, Texas, wore a T-shirt with intricate route lines of the United States on his chest, back and arms.

“The GPS of course now being so available, a lot of new cars are coming out with built-in GPS. People are utilizing those, and they don’t want a road map,” he said. “A lot of the younger generation, they’re used to having their phone, and they don’t need a road map to figure out where to go.”

In Georgia, officials are printing about 1.6 million maps to cover a two-year period — less than half of what they were printing a decade ago. In Pennsylvania, where officials say public demand has gone down, about 750,000 maps are being printed — way down from more than 3 million in 2000.

Officials in Oklahoma and Ohio also say map printing is down, and Washington state discontinued them altogether by 2009 because of budget shortfalls.

But in other states, printing has remained steady because maps remain popular at visiting centers. In Missouri, officials say they’re printing about 1.5 million maps for a two- to three-year period, consistent with printing from a decade ago. Officials in Connecticut, Mississippi and Nebraska also say printing has remained the same.

It’s unclear why some states are affected more than others. Some speculate certain regions affect how people travel there. In Delaware, for example, officials attributed a jump in printing of about 100,000 maps to people visiting beach areas and renewed real-estate interest.

“Simpler times are something everyone yearns for. And maybe looking at a map takes you back,” he said. “The technology is neat, but on a personal level, there’s a sense of nostalgia when you look at the paper map. A lot of people are yearning for simpler times.”

At the collectors’ association exposition, a carpeted ballroom at an Embassy Suites hotel outside Columbus featured old road maps for sale, and gave collectors a glimpse into an era of romanticized advertising — brightly colored paper maps promising the sunny beaches of Florida, the mountains of Montana and Chicago’s famous skyline.

Free roadside maps boomed between the 1920s and 1970s, when oil companies worked with a handful of publishers. As major highways were being built, those maps became synonymous with the possibilities of the open road.

Dick Bloom, a founding member of the group, has been collecting maps since he was 10. The retired airline pilot from Danville, Ky., said there used to be an element of surprise in road trips.

“The paper map was all you had back then,” Bloom, 74, said from his merchandise table. “It was the only way to get around. It was a lot more of an adventure back then. Life was much more of an adventure.”

Transportation agencies aren’t the only ones printing paper road maps. Companies like AAA and Rand McNally have been in the business for decades and are just as synonymous with trip planning.

One comment

I’m an Apple iPad fan. Reading via an iPad is much more convenient but nothing will every replace a “real” book. On the other hand, considering my “map-folding-dyslexia”, I am relieved that GPS can help me avoid the frustration of spending 10 minutes figuring out how to fold a map… only to eventually throw it out the window anyway.